Xiaohongshu Professional Account Content Guide

Through the process of content creation and traffic monetization on Xiaohongshu, for users, the process from planting grass to placing orders is complicated and tedious. For brands and merchants, they urgently need more traffic, shorten transaction time and achieve high ROI. After the integrated launch of the self-service store, has “making money on Xiaohongshu” become easier? This issue explains to you how to achieve positive growth in transactions and traffic exposure in the content creation of Xiaohongshu merchants.

01 Implant the tag function into the content to shorten the transaction link within the site

On August 2, Xiaohongshu officially launched the account-store integration mechanism, which merges the merchant store and account together. You can open a store by upgrading to a professional account with zero threshold. You can see the store entrance by simply clicking on the account homepage. This greatly increases the stickiness between merchants and users. Users can complete the process from planting grass to pulling grass directly on Xiaohongshu, shortening the transaction time.

Picture｜Xiaohongshu

A more important change is that the label function, which was originally only able to add user locations and other content, has now been revised into a marking function. Both merchants and users can mark product brands and prices in their notes. Users only need to click on the mark to link to the product purchase page and complete the transaction loop within the site.

Picture｜Xiaohongshu

Judging from measures such as removing accounts with bad values ​​and the "Zhenmei Operation", Xiaohongshu has been committed to creating a real high-quality content ecosystem. In order not to damage the user experience and continue to maintain the platform's tone, creators should maintain high-quality content and share sincerely to maintain the long-term development of the account.

Whether creators directly mark the product name and price in the notes or guide fans to click on the marks, it will not affect the traffic and will not be judged as soft advertising. This sincere sharing method is more acceptable to users. Once more users click to mark the products, the notes will have the opportunity to receive double the exposure and traffic support.

How to use the marking function?

Brands can post notes and mark products through their own professional accounts, and then place CPC (performance advertising);

Brands can ask their cooperating KOLs to “tag users” (users are brands/merchants) when posting notes, and use the KOL’s fan stickiness to drive the brand’s influence and achieve the goal of increasing fans. Before the integration of Haodian, there was no quick entry to link from one account to another account's homepage. Use the tagging function to guide users to pay attention to the brand's products, and multiple KOLs are exposed to form a delivery matrix to increase the brand's voice;

Brands can ask koc, fans of their own stores, and ordinary people to "tag users" when sharing notes to greatly enhance the brand's voice.

Graphical Marking

Many notes on clothing and home furnishing often include the brand name and price of the items in the text and comments section. According to the Xiaohongshu community regulations, this form of sharing can easily be judged as soft advertising.

The tagging function provides a favorable condition for many bloggers who sincerely share content and businesses who want to promote. Multiple product tags can be added to one picture. When users browse notes, they can quickly obtain the brand and price of the products they are interested in, and jump to the interface to directly link to the purchase page.

Video Tags

In addition to being able to set tags for picture and text notes, video notes can also set the time when tags appear. Add product labels to the video, and creators can change the appearance time of the product labels by lengthening/moving the progress bar. In this way, users will be inspired by the product during the video note-taking process, and the brand and price of the product will be directly displayed, with a link to the purchase port. Users can buy while watching, achieving efficient conversion.

Figure｜Qiangua Data

History Notes Mark

Not only can you add product tags to picture and video notes, but you can also add product tags to published notes through secondary editing! However, it should be noted that video notes cannot be edited again to add product tags.

Figure｜Qiangua Data

BC direct connection brings merchants and users closer

With the revision of the account port and store port, merchants and users have a closer connection. Through the marking and diversion of professional accounts, merchants can directly convert public domain traffic into private domain traffic.

For users, the process of placing orders is more efficient and shortens the transaction process. This direct BC connection method makes it particularly important for creators to polish the content shared on Xiaohongshu.

02 How to create high-quality note content and obtain high traffic for notes

What kind of notes will be restricted?

Many bloggers often have this kind of trouble, "Xiaohongshu has always advocated the sincere sharing of high-quality content, so does that mean we can't post advertisements?", "Will my traffic be restricted if I post advertisements?"

In fact, Xiaohongshu’s definition of advertisements that will be restricted is very simple, which is to avoid publishing low-margin advertisements, using false low prices as a gimmick to increase exposure, and sincerely sharing high-quality content.

For example, some posters, advertisements, live broadcast previews and other marketing-related notes can be published.

Picture｜Xiaohongshu

How to get more traffic

In late April, Xiaohongshu officially launched the "Community Convention", which clearly put forward the community behavioral norms of "sincere sharing, friendly interaction", requiring community creators to abide by sharing principles such as declaring conflicts of interest, resisting showing off wealth, opposing pseudoscience, and avoiding excessive modification when sharing content. At the same time, it calls on users to follow norms such as respecting others and their labor results, and encouraging ordinary people to share when interacting.

This regulation has rectified the ecological atmosphere of the entire community, adjusted the value orientation, and provided an opportunity for many bloggers who sincerely share and operate Xiaohongshu accounts seriously to reintegrate resources and allocate a certain amount of traffic to more potential bloggers.

Precautions

1. Many Xiaohongshu creators will receive in-site messages from Captain Shu during the process of posting notes. In order to ensure the quality of the notes and not affect the exposure of the notes/accounts, they must modify the content of the notes in a timely manner or adjust the account operation strategy.

Figure｜Qiangua Data

2. Pay attention to the notes when creating functional products

① Do not over-Photoshop and exaggerate the effects of the product

②You can reprint the notes of brand partners

③ It is not recommended to reprint/re-create the user experience of fans, even if the source is indicated.

03 Insight into traffic breakthrough links and promote community ecological traffic growth

For brands/KOLs

Based on the closed loop of influence of Xiaohongshu's B2K2C business model, there is a closer connection between brands, bloggers and users. Brands promote content through bloggers, who create high-quality content to attract more users, build a certain reputation and then feed back to the brand. The tagging function successfully builds a communication bridge between the brand and users. By spreading KOL’s promotion notes and @ing the corresponding brands/users, potential users are directly imported into the brand/merchant’s account, thereby bringing more voice to the brand.

Figure｜Qiangua Data

The optimization of the store port makes it possible to achieve a closed-loop traffic system within the site, making it easy for small and medium-sized brands and ordinary merchants to do business on Xiaohongshu.

For users

According to the AIPL marketing model, one of Alibaba's three major marketing models, the decision-making path of consumers is analyzed, and the four stages from cognition-interest-purchase-loyalty are reached at one time through KOL marketing. The tagging function is used to make the process from planting grass to placing an order no longer require liking/collecting and then switching to the software to add to the cart, which greatly shortens the tedious transaction process. You can jump to the product purchase page by simply clicking @brand/user.

Figure｜Qiangua Data

For the Xiaohongshu community ecosystem

Xiaohongshu has built a high-quality and sincere UGC ecological community with a richer profit model. From the account port to the store port, a series of business closed loops make it easier for merchants to do business, make the user planting experience more convenient, and allow KOL, KOC and other creators to enjoy a fairer creative environment. Let every creator be "born from content and grow in transactions", continue the tone of Xiaohongshu, and maintain the sustainable development of the platform.

04 Conclusion

Under a series of new regulations, Xiaohongshu gives bloggers, brands and merchants more opportunities to monetize their traffic, and completes the transaction loop within the site, shortening the time from when users become interested to when they place an order, making it easier to make money on Xiaohongshu.

By adding tags to notes, direct BC transactions can be achieved, creating brand awareness and accumulating private domain traffic.

To build a high-quality content community, creators should try to avoid content that violates community norms, adhere to the principle of sincere sharing, and maintain a good community ecology.

The integrated account and store mechanism helps brands accumulate more potential users, open up transaction links, and attract more brands to join Xiaohongshu to "do business" and improve the community structure.